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TiVo and Nielsen Agree on Digital Video Measurement
Nielsen Media Research have signed an agreement with digital video recording (DVR) pioneers TiVo to deliver information on DVR usage to advertisers and television executives. Data will be collected from an Opt-In panel of TiVo's standalone subscribers.
TiVo's standalone DVRs currently enable subscribers to digitally record up to 80 hours of television programming to an internal hard drive, without the use of videotapes. TiVo DVR features include the ability to control live TV with pause, rewind, and slow-motion functions. The total subscription base exceeds 1 million. TiVo is headquartered in San Jose, CA.
The agreement between Nielsen and TiVo is separate from Nielsen Media Research's national and local television audience measurement panels.
According to Susan Whiting, President and CEO of Nielsen Media Research, 'Harnessing the power of TiVo's DVR technology, this new service will provide insight into the viewing habits of opt-in subscribers who have unique control over their television viewing experience'.
Marty Yudkovitz, TiVo President, says that industry execs are looking for insight into the new television landscape that TiVo has helped to create. 'Partnering with the industry leader in audience measurement validates the importance and credibility of the unique viewing information TiVo can provide'.
The companies' web sites are at www.nielsenmedia.com and www.tivo.com
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